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Lahore Garrison University

CSC372-Professional Practice
Week-9 Lecture-2
Semester Fall 2024
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Previous Lecture Recap

Information security

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Learning Outcomes

 How to understand the social media, Its impact

 How to cope withthe negative impact

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What Is Social Media?

Use of web-based technologies allowing the creation and

exchange of user-generated content. Blending of
technology and social.
What is social media?
“The “social” in social media implies a conversation. The
difference between social media and the TV is that with the
latter, viewers seldom engage with the programme-makers of
the show that they are watching. Only in very recent times
have programme makers expanded into the world of social
media.
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What is social media?

The Central Office of Information (www.coi.gov.uk) said the

following in its 2009 publication “Engaging through Social
Media”:

Social media is a term used to refer to online

technologies and practices that are used to share
opinions and information, promote discussion and
build relationships.

Social media services and tools involve a combination of technology,

telecommunications and some kind of social interaction. They can use a
variety of different formats, for example text, pictures, video and audio.
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What is social media?

Social media is different to traditional forms of communication such as

through newspapers, television, and film.

Cheap – anyone with access to the internet (for example through

public libraries)
Accessible – the tools are easy to use
Enabling – allows almost anyone to do things that previously were
only the preserve of well-resourced organisations

The use of the word “Social” implies a conversation. Social media is

definitely not about one-way communication to a large audience from
big organisations.
 Megatrends 1 – the death of control

The new
The old era
reality
The age of The age of
control influence

Big organizations and Anyone literate with an internet

companies had a monopoly on connection can self-publish for
mass communication and got free
used to controlling the message Hard to control, can only
influence
 Megatrends 2 – Fewer gatekeepers

The new
The old era
reality
Many to
One to many
many

Manage the gatekeepers Less reliance on media: people

One-way, broadcast model. get information direct from the
Managing reputation = source, and from each other.
managing the media. New-style comms must reach
beyond media to a complex
interactive model.
 Megatrends 3 – Fragmentation

The new
The old era
reality
A few A huge
centralised cloud of
channels interaction

People got most information Conversations are distributed

from a handful of news media. wherever people form opinions:
Organisations could efficiently blogs, social networks, YouTube
manage (or at least monitor). Separate provider for the
content, and the platform for the
content
 Megatrends 4 – New web landscape

The new
Old (web) era
reality
Push Pull
communications communications

Web as distribution channel Web as community

The Web was a channel for Now, people spend most time
pushing out information. on interactive social media.
Sites were static e-brochures. The social web is informal and
emotive.
 Megatrends 5 – New journalism

The new
The old era
reality
Ordered
Messy and
and
opinionated
predictable

The world of press releases, Huge and distributed.

news conferences and interviews Everyone can report.
was well ordered. Each sets his/her own rules.
Journalists knew the rules of the No obligation to be balanced.
game and were predictable. Complicated way out for
Balance, professionalism, inaccuracy.
accountability
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Social Media Impact

 Social networks are moving towards payments

on those platforms
 Payments (especially mobile) are making
connections with social networks
 similar to how PayPal revolutionized industry

 Social Media can quickly and positively or

adversely affect company reputation
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Social Media Impact

• Linked In: ww.linkedin.com

– 100mm users worldwide, 44mm US
• Facebook: www.facebook.com
– 175mm users worldwide
• Twitter: www.twitter.com
– 200mm users worldwide
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That’s great for the industry, but why am I utilizing Social

Media?

 Industry knowledge.
 Almost impossible to keep up with all industry publications, becoming
connected helps pinpoint hot issues.

 Building a personal brand.

 Keep your contacts and maintain knowledge even when changing companies or
careers, develops a more comprehensive skill set.

 Becoming more effective at networking.

 A large network helps you connect to people even when you can’t help them
personally.
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LinkedIn

 Build your network:

 Stay in touch with current and former peers
 Create community, expand contact lists and introduce connections
 Showcasing skill set:
 publishing your resume or establishing expertise for potential clients or
employers to view
 Work your network, make yourself visible:
 Join groups, gather relevant information, participate in discussions,
receive industry updates as they occur
 Find targeted people with a specific skill sets:
 for hiring or informational/networking purposes
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LinkedIn

 JOB SEARCH: Utilized to find jobs, people and business opportunities

recommended by someone in one's contact network – levels 1,2,3
 TALENT SEARCH: Employers can list jobs and search for potential candidates
 NETWORKING RESOUCE: Members can review circle profiles of to
determine which of their existing contacts can introduce them to people they
want to know
 PERSONAL-PROFESSIONAL BRANDING: Users can post their own photos
and view photos of others to aid in identification
 INDUSTRY UPDATE RESOURCE: Register to follow companies to get
notifications and relevant information
 INFORMATION PORTAL: Users can bookmark (profiles, jobs, etc.) to return
to for future reference
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Maximizing LinkedIn

 Strive for 100% completeness on profile and keep

updated (new skill sets, new company)
 Continue to reach out, make connections, or reply
to conversations –this pops up on your connection’s
activity feed
 Post events or new products/information
 Follow companies, join and create group
 Helpful for industry info, adding contacts to network
and all groups have a job posting capability
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Marketing

your Profile
Include a LinkedIn link on your
signature

 Ask for recommendations after

completing business
 Integrate business tweets
 Optimize your profile
 Focus on developing a quality network
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Blogs and Discussion Forums

 Receive real time industry updates

 Search for new product releases
 Expand marketing tools for customer base
 Reach new clients
 Follow and engage in industry discussions
 Serves as a ‘classifieds’ page or open source link
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You Tube

 Showcase products:
 Compare speed between dial up and wireless terminals
 Launch new marketing campaigns for companies, act as a commercial
for company
 Demos for new products/services
 Build personal-professional brand
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Twitter

• Micro blogging site

• Sharing of industry information/updates, usually
through sharing links
– Can be useful in following new companies and their
technology
• Receive up to date info through following active users
• Conversation starter
• Forum to create company buzz
– External campaigns or contests
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Facebook

 Becoming an important marketing strategy to increase brand

awareness and customer loyalty
 i.e. “LIKE” button
 Facebook has wider reach but more casual than LinkedIn
 Mixed audiences can become tricky
 Introducing Branch Out
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Social Media:
Differentiating Your Unique Brand

 If you are in a mid-size or larger company, your company probably has

an integrated marketing social media business plan, but YOU are also
your own brand
 How can you most effectively utilize social media in your life?
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Enhance Social Media with Cross

Links
 Helps contacts, customers and potential clients
find you and keep you as a source for
information
 Tellssearch engines (like Google or Bing) that
your social profiles are all related –\
 pre-emptively occupies Google Page 1, making it
more difficult for negative press to float to top
 Syndicates content—
 Reduces the need to create new content for every site
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Tips to Enhance Social Media

Platforms
 If utilizing Facebook for professional reasons, best to create
two accounts –one linked with professional, and one personal
and private

 Can cross link: eg social media icons on website, blogs that

link to Facebook, Twitter, LinkedIn can integrate Twitter feed..

 Participate in conversations about your industry, can set up

reminders via free tools to flag keywords (industry, competitor
names) –Hootsuite, GoogleAlerts, TweetDeck,
Socialmention.com
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Integrating Social Media

 Choose the platforms that will enhance your business initiative

 you don’t need to join every site, and it’s useless to join if you
aren’t interacting.
 Understand the site’s culture and/or rules
 sometimes unspoken
 Stay relevant and top of mind
 Follow through on commitments
 Thank others for helping you
 Do what you say you will, and thank others for helping you
Types of social networkers

• Alpha Socialisers – (a minority) people who used

sites in intense short bursts to flirt,meet new people,
and be entertained.
• Attention Seekers – (some) people who craved
attention and comments from others,often by posting
photos and customising their profiles.
• Followers – (many) people who joined sites to keep
up with what their peers were doing.
Types of social networkers(conti.)

 Faithfuls – (many) people who typically used social

networking sites to rekindle old friendships, often
from school or university.
• Functionals – (a minority) people who tended to be
single-minded in using sites for a particular purpose.
Source: Ofcom Social Networking Sites research,
September-October 2007
 Privacy concerns

 Socialnetworking sites provide privacy options but

users are generally unaware or tend to ignore such
concerns
 Stalkers,
terrorists, ill-doers, con-artists could benefit
from such issues
 Recent scandals-England :MI-6’s director’s wife puts
up photos of family on facebook.
 Facebook’s controversial decision to make visible
relationship actions to entire social group
Security issues

• Recent malware exploiting social networks

– Malicious Banner ads
– Adware
– Phishing attacks
 Social and Psychological issues

 Increasing relationships but decreasing

emotions
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Q&A

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References

 These lecture notes were taken from following source:

 Professional Issues in Software Engineering M.F. Bott
et al. Latest edition
 Computer Ethics, Deborah G. Johnson, Pearson
Education (2001) 3rd edition

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